SAP has shared plans to release a new loyalty management solution in the second half of 2025.<\/p>\n
The solution targets retailers and consumer packaged goods companies.<\/p>\n
In doing so, it aims to equip customer experience teams with the tools to create new customer loyalty programs that include personalized, real-time offers.<\/p>\n
While SAP hasn\u2019t yet confirmed a name for the solution, it has teased several features.<\/p>\n
These include \u201cLoyalty Profiles\u201d that connect shoppers with a cloud-based \u201cloyalty wallet\u201d.<\/p>\n
From the wallet, customers may track rewards, redeem personalized offers, and view entitlements, while the business can run analytics, like real-time basket analysis.<\/p>\n
Then, there\u2019s an option for organizations to centralize loyalty programs across regions and markets. They may also enable shared programs with partners.<\/p>\n
Additionally, the solution will allow for omnichannel promotion planning, so brands can send offers, share gifts, and accept digital payments \u201con any channel\u201d.<\/p>\n
Meanwhile, SAP will embed quantifiable metrics to monitor the performance of loyalty programs, promotions, and initiatives.<\/p>\n
Supplementing this are integrations to financial systems to help track ROI and enable settlements.<\/p>\n
Finally, the solution connects to other SAP systems, sharing data across the CX ecosystem. Indeed, it integrates with SAP Emarsys Customer Engagement, Commerce Cloud, Service Cloud, and the new S\/4HANA Cloud for Retail, Public Edition (more on this later).<\/p>\n
Some onlookers may note that SAP already has a loyalty solution that\u2019s part of Emarsys.<\/p>\n
That offering \u2013 Emarsys Loyalty \u2013 offers similar features, allowing businesses to assign rewards and special statuses to customers based on their interactions, engagement levels, and spending habits.<\/p>\n
Yet, by drawing from Emarsys and honing loyalty management to the retail sector, SAP can differentiate through industry-specific innovation.<\/p>\n
Expect that to be a big topic throughout 2025, as tech giants \u2013 like SAP \u2013 preconfigure customizable blueprints, flows, AI models, and AI Agents for specific sectors.<\/p>\n
Moreover, by spinning loyalty management out of Emarsys, SAP may attract a new customer that doesn\u2019t want all the bells and whistles of a complete customer engagement platform.<\/p>\n
Another possible motivation is to address the troubling state of customer relationships, with SAP citing new Emarsys research, which highlights how many companies are grappling with loyalty.<\/p>\n
Indeed, the study suggests that 83 percent of US consumers feel undervalued by the businesses they stick with, leaving many questioning their loyalty.<\/p>\n
As such, there are several reasons behind the prospective release, which dovetailed two other significant SAP product announcements ahead of NRF 2025.<\/p>\n
Alongside the loyalty management solution, SAP teased a shopping assistant AI agent, touting its release for the first half of 2025.<\/p>\n
Delivered as part of the SAP CX AI Toolkit, the autonomous assistant will prompt shoppers with questions that lead them to the best-placed product.<\/p>\n
SAP also promises that the AI Agent will integrate into any eCommerce storefront, pinpointing its API-first design.<\/p>\n